The Difference Between Call Tracking And Call Intelligence

call intelligence

Click-to-call has changed how we approach customer phone calls, they are more than just a conversation, these interactions contain data that when applied right can add specificity to every move marketing teams make.

Call tracking and call intelligence are the most robust tools in marketers kits. If call intelligence is the engine, call tracking is the fuel that helps it run.

Call Tracking

Call tracking is the technology which allows companies to identify the digital marketing source of the call. It does this by using either dynamic or static call tracking. The first dynamically swaps numbers available to an individual user every time the website loads. There are a few different kinds of dynamic call tracking, user-level and, campaign and channel based tracking.


This type of tracking focuses on grabbing data specifically from a marketing channel such as AdWords or traffic (organic and paid).


Tracking down to the individual user session collects engagement data that is unique to one person.


Campaign based tracking uses tools like a tracking URL to follow the progress of each individual marketing campaign.

Static numbers are fixed phone numbers without dynamic properties meaning they can’t be changed for each user. Despite being fixed, these numbers are still trackable and mostly used for print advertising.

Call Intelligence

After the information is collected by call tracking, intelligent processes make sense of these groups, clarifying customer behaviour for both sales and marketing teams so that they can optimise future campaigns.


Using an automated, intelligent system means plugging call data into multiple features that can enhance the call experience significantly. Examples include call routing which uses call data and CRM interfaces to match customers with the right agents. Personalised actions can also determine whether a simple query is worth being routed to a physical agent, this is where self service can be useful for store hours and quick payments.

Omnichannel abilities

The concept of Omnichannel is about keeping the brand story on track, when a customer calls the brand journey created online can fall to the wayside, due to lack of training or shoddy online to offline handover – usually, because the data isn’t being utilised the way it should be. With additional channels offered by contact centres, call intelligence features can grab data from any, helping marketers understand which channels are driving the most calls.

For more insight into call tracking, click here.

You Should Know What Happens Before A Customer Call

customer call

Before a customer call, they have used a path your business carefully constructed to get them there, all those digital breadcrumbs have a purpose and can create quick but meaningful conversations. It’s vital to not waste the resources you placed to manifest a potential sale.

Their context matters

The digital context for each visitor is the culmination of their online journey, it includes all their digital interactions up to the point of contact with a company – clicks, searches, Google Ad words, etc.

In this case, contact means the second they call. When that connection is made, it’s vital for the agent on the other side of the call to understand the path taken by this customer to get to them. You can do this by understanding your customer’s digital context.

Today’s caller/browser/internet ninja simply wants an automated, easy experience because that is what they are used to.

Users are just more agile and they expect companies to follow suit especially when the cost is high. Complex purchases require potential customers to heavily research a product’s intricacies. For example, over 95% of automotive buyers do their information gathering online before they visit a brick and mortar dealership.

Taking advantage of all these digital micro-moments leading up to that coveted face to face meeting can create an easy experience both online and offline. What a pleasant surprise that would be for a customer when they find out you’re already an expert on what they want.

Know the acquisition source

Acquisition source is the touchpoint someone comes from when they enter your brand realm, a lead could arrive from organic search, PPC, direct traffic, referral website or a print advertisement and use an array of devices to reach out.

It’s really important to know this information because it can help stakeholders save a lot of money. By measuring multi-channel traffic, it’s easier to know where to invest the most and the least.

It’s not all about the chatbot

Despite the multiple predictions, chatbots are not replacing human agents – yet. They are useful, but more for uncomplicated questions, quick notifications and routing callers to the right agent.

According to a study by PWC, “75% of global customers “want to interact with a real person more as technology improves”.

Before a call, it’s easy to turn off a customer if the chatbot is a dominant factor. Bridging human interaction seamlessly is where a chatbot can be useful but the emphasis [and money] should be on improving the skill set and knowledge of an agent before pumping funds into AI services that step further away from human connection.

Via: PWC, Think with Google.

Why Call Data Can Answer Your Lead To Prospect Problem

lead to prospect

Sales and marketing terminology is an ever-evolving organism. Some of the most commonly used words are those that make up the buying cycle. Terms such as lead, prospect and customer tend to be company specific, often marketing and sales team differ completely in their individual definitions. However, an indisputable takeaway is that a lead comes before a prospect – which can also be considered a sales qualified lead. The real challenge lies in the qualification process. 

According to AeroLeads, “The one main similarity between a lead and a prospect is that both haven’t shown any interest in buying.”

Yet, there are differing opinions when it comes to deciding when a lead is ready to become a prospect who is ready to buy.

The best place to start is to automate the lead generation process and create ideal criteria for both lead and prospect using the most accurate data you can gather. According to the Ascend2 study, “35 per cent of those surveyed said the biggest barrier to lead generation success is the lack of quality data.”

Where can you source accuracy?

Calls. Real-time call data is proven to be more reliable than any other channel and can speed up the lead to prospect journey. Let’s break it down.

Leads are traditionally defined as potential customers who have problems a brand can solve and improve. Providing a relevant and exciting experience in order to turn leads into prospects can be helped by positively responding to patterns of behaviour and most of all pain points. 

Call data metrics provide stats for call volume, calls missed, time of day, geolocation and sites visited – all important information needed to better understand the journey. Cumulatively, these paint a picture of how leads are entering the brand realm and most of all why they fail to become a prospect. If an inbound campaign is working and bringing in call enquiries or website views, the call data will reveal this.

In fact, in the automotive sector dealerships gain 50% more leads when tailoring phone numbers to be displayed based on geolocation.

lead to prospectEventually, leads become prospects after just the right amount of nurturing and follow-ups. Hubspot found that “the odds of a lead entering the sales process, or becoming qualified, are 21 times greater when contacted within five minutes versus 30 minutes after an inbound lead converts on your website.

Response time can aid in turning a lead into a prospect then towards conversion, for any business utilising call centres this is a major KPI. Fast response times are vital in the final stage of the purchase journey. If agents aren’t calling back or prioritising high-value calls, the leads fall away and sales are left with little.

Fill in the spaces between lead and prospect with more exact data via calls, start the journey strong and end with a bang.

Learn more here

Via: AeroLeads, Ascend2, Hubspot.

What Customer Data Can Do For Dealerships


The dealership is the final stop on the purchase journey for an automotive customer but the experience usually begins in a third-party environment. Most customers aren’t willing to endure the long purchase process dealerships offer on the ground. A study by Cox Automotive found that dealerships scored a 46% satisfaction rate for how long the final purchase process takes.

“Despite billions spent by OEMs (brands) and dealers on modern showrooms, slick mobile apps, and armies of social media managers, the human element —the last mile of the customer experience—is keeping consumers away from dealerships and crippling the auto industry,” writes Lior Arussy, CEO of Strativity Group for Dealer Marketing Magazine.

Aligning the human workforce with the digital experience comes down to how the scores of customer data streaming in and out of dealership management systems are utilised and how ready sales teams are to use this to their advantage.
Dealerships have a lot on their plate, often one dealer is managing multiple car brands, leads can get lost in the ruckus. At times customers walk in unannounced and dealerships are ill-equipped to meet expectations.

Therefore the human element can be improved by auto brands both acknowledging the needs of an empowered customer and equipping their teams to handle multiple interactions. It’s not just about gut instinct and talent anymore, data is there to be used and the dealerships that fail to modernise will fall behind.

This is where a data-driven (pardon the pun) approach comes in handy. Here are a few ways to apply customer data to improve the dealership experience.

Collect data!

Gauging a potential buyer’s digital context is the first step to a more complete understanding. How did they get there? Was it a dealership group landing page, a PPC ad via Google or a banner ad on a news centre like the Guardian website. Round up the context with the product itself, i.e., the car make and features. When all this data is collected, the context is complete. Customers that call or arrive from online forums are the easiest to track with the right technology, walk-ins can also be recorded into the CRM using registration forms or geofencing.

Profile and segment

After data is organised into profiles, it can be segmented and prioritised. Say one particular caller is interested in a luxury model, they would be placed in a higher value segment due to their increased CPA (cost per acquisition). Prioritising these callers based on aspects such as; location and car brand helps dealerships utilise their time and expertise better, in addition to improving customer experience and pick up rates. This kind of process is important for dealerships that sell more than one car brand because callers are assigned to a specific salesperson who has extensive knowledge of a particular model.

Dealerships Solution

Finally, data doesn’t have to be scary

For dealerships who are wary of the huge undertaking that comes with overhauling a legacy system, there is a silver lining. Integrations! These are useful because they are able to pass incoming data into an existing DMS (dealership management system) and make the process of change less jarring for auto brands and their vendors.

Via: Dealer Marketing Magazine 

5 Common Mistakes Made When Updating Call Centres

call centre mistakes

In customer-facing businesses, when a prospect decides to call, it’s usually because they are looking for help and an informed voice on the other end. Call centres that can meet these requirements need the software that can keep up with modern expectations. Some companies outsource their call centres, while others are moving towards communication technology that keeps everything in-house. But when updating call centres with new systems, what are major mistakes to look out for?

1.Too hard to implement

Revamping an existing platform that has worked for decades can be harrowing, but sticking with legacy systems can also push a company’s customer service back in time. Finding a middle ground where the new software is easy to learn and makes change seamless is the goal, don’t look for the hottest package on the market and expect miracles. It could all end in tears.

Starting with integrative software is a great way to inch into new territory for brands and their call centre teams. Find programs that act as middlemen – streaming call data into existing CRM systems.

2. Doesn’t remove data silos

The bane of most modern call centres is too many data silos. The latent and real-time caller data that streams into call centres have significant value but it needs to used and not stored for a rainy day. According to My Customer via SAS, “only 23% of companies — less than 1 in 4 — are able to generate real-time insights with customer data.”

The technology is out there with routing, profiling and prioritising capabilities that paints an entire picture of data impact on ROI and company development. Use it.

3. Thinking more IVR means better customer service

Nope. In no way does adding more IVR to a call queue make it better. Customers don’t want to wait to speak to a service representative for ages, it’s a guaranteed way to lose prospects. “At the beginning of a customer service experience, 90 per cent of our respondents want to speak to a live agent,” says The Conversation.

4. No remote option

Modern contact centre software gives agents the opportunity to work remotely. This is helpful when considering the impact of the global community on business development, our borders are definitely blurring. If needed, using agents from all corners of the globe remotely under the umbrella of a unified system can improve personalisation by breaking language barriers. Don’t send a non-English speaking customer to an English speaking agent. Route calls to the right agents wherever they are.

5. Not using the right metrics

Focusing on how every agent is managing a call isn’t always the best use of data. There are multiple signifiers of how to better the call experience. Luckily platforms offer dashboards that reveal the intricate elements of call. Metrics like call through rate, call duration and missed calls can point to more than just a lack of good customer handling, rather how the brand can improve the entire customer journey through better marketing, targeting, and nurturing.

Improving training for agents is always good, but optimising the caller journey can also make an agent’s job a lot easier and more fruitful.

Need more help?

Via: The Conversation, My Customer.

How To Use Call Tracking For Sales and Marketing Alignment

sales and marketing align

Sales and marketing sectors need each other to stay steps ahead of their buyer base. One purpose of marketing is to coerce leads down the funnel quickly until they finally land on a salesperson. Accelerating that process is up to how well these two parties integrate, in order to do this the software stack needs to support both teams.

“A common complaint from marketing is that sales reps are not playing their part in contributing data that is vital to high-quality lead generation, the sales team often complains that marketing is not doing enough to attract the right types of leads that enable high-revenue conversions and long-term opportunities,” writes Internal Results.

Adapting call tracking systems into a tech stack can be a secret weapon for either party. Here’s how:


Call tracking reports contain heaps of useful data for both sales and marketing, all in one place and accessible by both teams. Stats like advertising channels, caller insights, reporting tags, missed calls, geolocation and more provide relevant information that can help marketers manage their ad spend and push leads forward quicker using keyword detection and campaign performance. Meanwhile, sales can better understand the context of every caller, rework their pitches based on new customer information and enable those high-revenue conversions.

Buying cycle visibility

After identifying patterns in how customers interact with a brand in both phone calls and website interactions, sales and marketing teams can explore a common meaning for a “qualified lead.” When this definition is out of balance, a lead whether it is an MQL or SQL is tossed back and forth between sectors until the prospect lags in a longer buying cycle or goes somewhere else. Stopping bottlenecks in their tracks is a goal both sales and marketing teams can agree on. A sign of total alignment is when the buying cycle is short and seamless. Call tracking software can shorten the cycle and offer visibility down to the user-level (in some cases) by plugging tracking data into their sales or CRM system. This can reveal the best response times for phone calls and channels for campaigns.

Closing the loop

A perfect scenario combines these aspects of call tracking technology and creates a closed loop strategy which provides visibility of the entire funnel from start to end for both sales and marketing teams. Sales can communicate with marketing about what worked to close a sale and what didn’t. The technology is there, but there is a perception that its too difficult and time consuming to implement. This isn’t the case, yes the Cloud has increased the number of leads coming in but sales and marketing can combine man and machine easily to create a seamless experience for both.

Want to know more about call tracking? Click here. 

Via: Internal ResultsHubspot

The Top 10 Metrics For Call Tracking

call metrics graphic

In this data-driven world, it can be hard to manage the large amounts of customer data streaming in and out of your enterprise. Marketers that bunch call data in with clicks are sorely missing out on a lucrative measurement.

According to BIA/Kelsey, 162 billion calls will be made to businesses by 2019. Luckily technology is on our side and there are now processes that organise and reveal the value of calls. Call tracking is one of these. But when using this system to optimise your marketing and sales strategies, what metrics should stand out most?



1. Number of calls

Starting with the actual number of calls coming in is the first step, this metric determines how many inbound calls are being received. All vital measurements for forecasting which day of the week would be the best to push a particular campaign.

2. Calls duration

This measures the length of a phone call from pick up to the conclusion and is the period when call data is collected. Calculating the average length of inbound calls vs conversions can help determine how long consumers prefer to speak to a representative. Shorter isn’t always better in some cases.

3. Recovered callers

Recovered callers are those that have been brought back after a missed call using abandonment recovery methods such as email and/or SMS.

4. Average page views per caller

These are calculated by dividing page visits by the page views within the same timeframe. One visit contains multiple page views. This metric can reveal how easy the navigation of your website is for a user.

5. Geographic origin

Is the caller nearby? If the business using call tracking is for example – an automotive dealership, acquiring this information can help prioritise leads, since a prospect living in the area can come in for a test drive a lot quicker.

6. Accounts with call traffic

Managing the number of calls coming in versus the number of agents answering is key to preventing an influx of abandoned calls.

7. Top pages leading to calls

Knowing which website pages are leading to phone calls and eventual conversions can not only optimise your SEO strategy but also help allocate those ad funds strategically.

8. Call through rate (per channel)

This focuses on the number of conversions from landing pages and ad impressions versus calls. Calls can come from numerous touchpoints such as; SEM, Google SEO, CRM and direct. It considers interactions prior to the call and after the call is made before landing on an average per channel.

9. Time of day

Time of day metrics show the most active and slowest times of day for call activity. Why is this useful? Implementing time of day into call scheduling and call routing can ensure that there is always someone available to answer or follow up.

10. Drop off per channel

If calls aren’t answered in time, callers will abandon and knowing which channel is producing the most dropped calls can help nip a problem in the bud.

Via: BIA/Kelsey

7 Ways To Have An Impactful Conversation With Your Consumers

These days, consumers arrive from an array of digital channels during the path-to-purchase journey, but more often than not there is a moment when human interaction is necessary, especially when something goes toes up or for larger purchases such as real estate or a car.

According to Google, “47% of those they surveyed described feeling “frustrated or annoyed” or “more likely to explore other brands” when a call wasn’t picked up. The advent of click-to-call is causing an influx of call volumes, a whopping 70% of prospects hit the call CTA.

Once the button is pressed and an offline interaction begins, the quality of conversation or rate of pick up can make or break a conversion, which is why we have a few suggestions for transforming your communication strategy that will guide your callers to the final stage of their journey and beyond.

1. Follow up

Following up is not chasing or harassment, its courtesy and can improve upsell potential. A post-conversation chat should be filled with a knowledge of the customer (based on their history) and also questions that can help gauge a greater understanding of what they want in their own words.

2. Speed up decision making

Automated workflows can speed up how a caller lands on the right agent based on their context. If a specific answer is required, understanding a prospects movements on a brand website can give the agent a headstart to finding a solution before they even answer the call.

3. Remove friction

Take away the multiple delays associated with IVR systems, no one likes friction in CX especially when the purchase is of high value. Remove pain points for callers by cascading or sending them through a quicker route to the conversation they really need to have.

4. Know the trends

Analyse, analyse, analyse. Conversations with consumers these days come with a ton of context behind them as the research phase almost always starts with a browsing history. Tracking every key measure from these touchpoints can be a useful way to understand the bigger consumer picture and make conversations less about interrogation and more about connection.

5. Understand their data

Knowing every granular detail of where/how/why a consumer has arrived at your doorstep is vital. In some cases, a PPC (pay-per-click) caller is more of a priority than someone who didn’t visit a higher value page or is just casually browsing.

6. Bring them back

B2C industries like automotive and travel know that a missed call is a missed opportunity, especially when considering their high-profit margins. If a consumer’s call isn’t acknowledged it can be detrimental to both company reputation and the bottom line. For mobile workforces, a simple solution is using just that, their mobile.

Missed call notifications in email or SMS form have a knack for dropping call abandonment rates by nearly 80% while ensuring sales teams value callers and proactively pursue them. Sending a callback request SMS to a missed consumer is always favourable on their end if a call isn’t picked up, data from Software Advice shows that 63 per cent” of consumers surveyed preferred callback.

7. Be a human!

This brings us to the last and final point of any consumer-facing conversation, be a human being! Personalisation is the bread and butter of CX lately, we may think we want to speak to robots but the need for just the right amount of empathy is currently outweighing the convenience of chatbots.

A happy medium is the best bet in this scenario, use technology to make the process of getting to the human help easier, now that’s impactful.

Via: Google, Software Advice

A Conversation With Carl Holmquist, Co-Founder & Chief Strategy Officer

carl holmquist

You’ve already made a considerable impact on how brands engage with their customers, what’s next for Freespee?

CH: We’re at a stage of international growth at Freespee – which can expose the team to significant challenges. That being said, the addition of scale-up experts like Anne de Kerckhove and Dominic Ely to the executive team – is a step towards contributing positive change to the multi-billion heavy communication tech stack.

Personally, I’m now able to do what I love and focus on the product more, especially regarding solutions to our customer’s problems two to three years in the future. Conversational user interfaces, like messaging apps, are growing quicker than social media interfaces. The impact is already considerable in private communication (friends and family) but has hardly started in B2C communication threads.

In 2017 we began to see some early trials on new ways to interact with businesses. Facebook wants their users to communicate with their bank through Messenger; Amazon took the chance to introduce voice-controlled shopping through Alexa for basic in-app purchases. Eventually, it means that the big three – Facebook, Amazon, and Google are investing in a future where consumers use their voice more frequently to interact with both machines and humans. This process is referred to as “conversational commerce.”

I believe Freespee is ahead of the curve, and we will accelerate our investments with the goal of embedding AI and machine learning into B2C communication.

How do you see the problem of connecting with customers, as compared to when you began Freespee?

CH: When we started Freespee, the first use case on our open communication platform that gained traction was our call analytics application. The perception in the market at the time was that consumers don’t want to talk to brands anymore, but that has changed with data-driven marketing. With the visibility that data tools introduced to marketers, they realised that digital consumers are more communication-intensive than in-store shoppers. The internet isn’t a tactile forum, so the number of questions you have before deciding to purchase is even higher than for in-store shopping.

But we’ve also got this paradox where, as consumers, we’re becoming less loyal to brands; the internet is influencing and enlightening us. A decade ago, my influencer was a friend, a family member. Now, influencers are more prolific. With less loyalty, the expectations from consumers increase. We’re never more than a click away from buying from someone else.

We need to help brands respond to that behavioural change by offering communication experiences that match the expectations of consumers tomorrow, not yesterday.

What is the most important lesson you learned through the years bringing Freespee to life?

CH: I think the most valuable lesson I’ve learned is that success comes from focus and obsession. If you’re obsessed with customer satisfaction and building a great product that solves their problem, you will develop a great company. If you have an obsession with your core offering, and you build a team with the same passion, then you can endure pretty much anything the world throws at you.

Which Freespee breakthroughs are you most proud of?

CH: I’m most proud of our amazing team. Our offices have grown throughout Europe: London, Paris, Dusseldorf, Barcelona, and Uppsala. It’s this team that global brands choose to trust. Our customer roster is unbelievable, for being a 70-people collective.

What do you think the future of customer communication looks like?

CH: I think the future is going to be increasingly consumer-centric, rather than brand-centric. It’s up to the consumer to decide how they want to speak to the brand; if I want to chat, talk or message. Brands are increasingly going to suffer if they are not available in the channel that the customer wants to speak in. You hear all the time that consumer expectations have changed and it’s no different in the communication space.

The enterprise communication software needs to be built like a consumer product – there’s two in the conversation, the consumer and the brand. Legacy contact centre platforms are built for the brand, not the consumer. This will change, and it will be a wake-up call for the tech industry.

The Benefits Of Geolocation For Predicting Behaviour

Google recently announced a plan to test new geolocation technology in emergency response systems, so that 911 services in selected American states could get to mobile users in distress a lot quicker. “Google tested its new system across parts of Texas, Tennessee, and Florida covering about 2.4 million people. The test took place in December and January and was apparently only for people using Android devices that called into 50 different 911 call centers in those states,” stated Hot Hardware. 
Companies like RapidSOS who participated in the test claimed that “the data sent by Google was more accurate with a radius of 121-feet around the caller, rather than the 522-feet typical of data sent by the carrier.”
Geolocation technology like Google’s has become a standard feature in many industries from e-commerce to law enforcement. Since a majority of today’s society exists online, using a device’s GPS to help with things like shopping, mapping, and even our well-being is just another way to make life easier for we humans. When it comes to customer service, geolocation is a handy tool that many marketers swear by,
“Every advertiser has an understanding of where consumers are located through their devices translated as specific GPS coordinates,” Jim Kovach, vice president of business development at CrowdOptic told Fortune

Location history is an excellent indicator of customer behaviour and a useful predictor of how to keep them happy. Here are a few ways to do that:

Geotargeting for better segmentation

This is a useful method for zeroing in on where a customer base will usually be, knowing ahead of time where a prospect plugs in is another way to enhance personalisation. Geolocation tracks by IP address and connected to that is a range of data which aids in targeting ads specific to a customer’s location. “If a user from a high-income neighbourhood visits a car dealer’s site or clicks on a paid search display ad, that consumer may be directed to a landing page displaying a luxury vehicle, while consumers located in a lower income area may be targeted with a deal on an economy vehicle,” writes Search Engine Land, This knowledge can also help segment customers in a brand’s database for the after-purchase phase when retention comes into play.

Bridging the gap between online and offline customer data

We’ve reiterated this fact, but connecting digital brands with their on-the-ground vendors is essential for increasing the bottom line. One way to do that is to join mobile ads with brick and mortar campaigns. Unilever is a good example of this. Their ice cream brand Magnum saw great success in Ecuador when a mobile banner ad invited customers to create their own ice cream and pick them up in store. According to Mobile Marketer, “Magnum saw 14 percent in-store sales increase and claims to have doubled the world record of ice-cream bars sold in a store on a single day.” Another method for geo-tracking online to offline behaviour is by using a feature like Google’s AdWords. This system allows for a more granular scope of customer location possibilities, such as TV regions, airports, cities, departments, municipalities and more.
All in all, geolocation is a useful way to stay technologically adept and produce relevant marketing which many customers respond to positively.
Via: Search Engine Land, Fortune, Mobile Marketer, Hot Hardware.